-
Report: Measuring ROI biggest Twitter challenge for brands
Atlanta – Close to half (45.1%) of brands reported that ‘measuring ROI and results’ is their greatest challenge when using the Twitter platform for marketing, followed by ‘building an audience’ (42.1%) and ‘engagement’ (36.8%). According to a new survey from Social Media Marketing University (SMU), 65% of brands say that Twitter is an effective marketing tool, while 30.6% are undecided. Other notable findings include: • 96.2% of brands using Twitter as a marketing tool report having challenges using the platform to achieve specific goals. -
Tractor Supply appoints former beauty exec as information chief
Tractor Supply Company has named former Ulta Beauty executive Robert D. Mills as SVP and chief information officer, succeeding James Callison. Mills will also serve on the company’s executive committee.
Callison, who informed the company last year about his plans to retire, will remain on-board for an undisclosed amount of time while the transition is completed.